BetterHelp x Tom Brady Partnership
Tom Brady
✳︎
BetterHelp
✳︎
Tom Brady ✳︎ BetterHelp ✳︎
2024
The Atlast Project →
BetterHelp x Tom Brady
Role: Lead Designer
In honor of Mental Health Awareness Month, BetterHelp partnered with NFL legend and mental health advocate, Tom Brady, to amplify the importance of mental health and long-term engagement with therapy. Anchored by a 35-minute interview between Tom Brady and BetterHelp’s Head of Clinical Operations, Haesue Jo, the campaign translated a deeply personal conversation into a national, high-impact awareness initiative.
As one of BetterHelp’s flagship campaigns of 2024, the work supported a seven-figure media investment and required creative that balanced cultural credibility, editorial integrity, and performance at scale.
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Paid Social: Meta, TikTok, YouTube
Organic Social: Instagram Collab Post
Landing Page
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Creative Director: Jason Musante
Brand Partnerships Director: Olivier Sinson
Creative and Brand Marketing Manager: Caitlin Kramon
Sr. Influencer Marketing Manager: Justin Lee
My Role
As the lead designer and video editor for this high-profile partnership, I owned creative execution across video, social, and web. I shaped the editorial narrative of the campaign—editing long-form interview content into short, compelling, platform-native video ads, designing a dedicated campaign landing page, and crafting paid and organic social creative for a national rollout.
Final Execution
The campaign launched nationally across paid and organic social, driven by short-form video narratives I edited from a 35-minute interview with Tom Brady. By shaping the most honest and resonant moments into platform-native stories, I translated long-form content into scalable creative that connected with diverse audiences during Mental Health Awareness Month. A dedicated landing page extended the experience, serving as a clear, trust-driven conversion moment.
